Snapchat recently introduced a new type of ad called Snapchat Sponsored Snaps. These ads appear directly in the chat inbox, where users spend most of their time.
Initially, some advertisers were unsure about this format because ads in private chats are rare. However, the results have been promising, and many brands are seeing strong engagement and conversions.
How Sponsored Snaps Work and Their Impact
- Sponsored Snaps display ads inside the chat feed, making them feel like messages rather than traditional ads.
- When users open a Sponsored Snap, it expands into a full-screen video or image with a call to action.
- Brands can allow users to reply to these Snaps or even set up automated responses.
- Snapchat reported that opened Sponsored Snaps generate 2.3 times more increase in brand awareness than other social ads.
- Purchase intent rises by 1.8 times compared to typical ads on other platforms.
- Popular campaigns, like those by Wendy’s and Calvin Harris, have reached millions of users and boosted sales and streams.
Also read about: TikTok AI Ads 2025: Expands Ads Mimicking Real Creators for Speed
Why Sponsored Snaps Are a Game-Changer for Brands
Advertisers are now able to connect authentically in a space that felt private and personal before. Snapchat’s data shows:
- 86% of US social media users are open to receiving messages from brands in chat apps.
- Sponsored Snaps help bridge awareness and action by making ads part of real conversations.
- Snapchat’s innovative format combats ad fatigue by being less intrusive.
- New options like “First Snap” ensure your ad is the first message users see in chat for higher visibility.
Snapchat’s push with Sponsored Snaps highlights a shift in social advertising — from passive feeds to active, intimate engagement. As Snapchat continues improving this format, businesses targeting millennials and Gen Z should consider incorporating Sponsored Snaps into their campaigns to boost performance this year.
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